Topics

Branding

Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer.

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique...

192 Recent Stories

Advanced Micro Devices (AMD) has decided to kill its ATI brand name, judging that the names of its graphics chip products, such as Radeon and FirePro, in combination with the AMD brand, are familiar enough to consumers to stand on their own. AMD had ...

Terry Lozoff is President and CEO of the digital marketing agency Antler. He has worked with many forward-thinking brands including Miller Brewing Company, Liberty Mutual, Magners Irish Cider and GlobalPost. Beer is all over social media. From Facebo...

Susan Payton is the President of Egg Marketing & Public Relations, an Internet marketing firm. She blogs at The Marketing Eggspert Blog. Follow her on Twitter @eggmarketing. So you paid attention to what everyone is saying and you created a Facebook ...

Unlike other more mainstream social networks, the business potential of Foursquare may not be immediately apparent. At present, the location-based network is less about conversations and resource sharing, and more about tying your social activities t...

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business. With all the noise on the web today, good branding is more important than ...

Maria Ogneva is the Director of Social Media at Attensity, a social media engagement and voice-of-customer platform that helps the social enterprise serve and collaborate with the social customer. You can follow her on Twitter at @themaria or @attens...

This series is supported by Gillette. Learn more about Gillette and its products at Gillette.com. Video is a tricky spot for most blogs and personal sites, especially when that video is meant to represent you. While everyone likes to watch videos (ju...

Maria Ogneva is the Director of Social Media at Attensity, a social media engagement and voice-of-customer platform that helps the social enterprise serve and collaborate with the social customer. You can follow her on Twitter at @themaria or @attens...

Susan Payton is the President of Egg Marketing & Public Relations, an Internet marketing firm. She blogs at The Marketing Eggspert Blog. Follow her on Twitter @eggmarketing. Download her newest e-book, "Content is Queen: How Article & Blog Writing Wi...

Now more than ever, traditional media outlets are embracing social media as a way to generate story ledes, increase site traffic and create conversations with readers. Over the past decade, we've witnessed a growing shift in readership and advertisin...

The Old Spice guy just took his YouTube campaign to a whole new level by proposing to a woman on behalf of one of his Twitter followers. The fan tweeted within hours that she'd agreed to marry him. Yesterday, Old Spice started posting YouTube videos ...

This series is supported by Gillette. Learn more about Gillette and its products at Gillette.com. There’s an implicit pressure on social media enthusiasts to be connected in more than one way. It’s not enough to have a Facebook page, you need a Twitt...

Vanessa Pappas is Vice President of Audience & Strategic Partnerships at Next New Networks, where she oversees key partner relationships, builds out audience growth strategies and advises programming of the networks which include Indy Mogul, Hungry N...

Frances McInnis is a journalist and crossword enthusiast based in New York City. She has written about culture for Momentum Magazine, business for Resource World Magazine, and a mess of assorted topics for The Huffington Post. Anyone who has sat stym...

David Spark is a veteran tech journalist and the founder of the firm Spark Media Solutions, which gives voice to companies by building their media network. Spark can be seen and heard regularly on Cranky Geeks, and blogs regularly at Spark Minute. Fo...

Catherine-Gail Reinhard is Executive Producer & Director at Videasa, an award-winning web video agency that creates campaigns on YouTube and emerging media platforms. You can follow her on Twitter @catherine_gail. There was a time when YouTube was co...

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof...

In Fortune Magazine's annual ranking of "most admired companies", Apple has once again walked away with the top spot. Apple was voted #1 for the third year in a row in a poll of executives, industry analysts and company directors. This year, Apple ac...

Dallas Lawrence is Chair of the Social and Digital Media Practice at Levick Strategic Communications, the nation’s top crisis communications firm. He blogs on emerging digital media trends and best practices for social media engagement on Bulletproof...

Shiv Singh is the VP & Global Social Media Lead at Razorfish.com. For more information on social influence marketing, you can read his book Social Media Marketing for Dummies, visit his blog, and follow him on Twitter. There's no question that Toyota...

Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook. One of the greatest challenges I encounter today is not the willingness of a brand to engage, but it...

Dan Schawbel is the bestselling author of Me 2.0: Build a Powerful Brand to Achieve Career Success, an award winning blogger at Personal Branding Blog, a national speaker and consultant on branding and a BusinessWeek columnist. There have been countl...

We wrote recently about how Dan Woolley used a medical app on his iPhone to help save his life after being trapped in the rubble after the Haiti earthquake. That program, the American Heart Association's Pocket First Aid & CPR app , saw its sales sky...

Brette Borow is the President and Founder of Girls Guide To, the "ladies only" guide to life, and spends most of her days engaging with the community's over 140,000 members. There are over 56 million women using Facebook in the United States, and for...

Mark Wallace is the Vice President of Social Media at EDR & commonground, a community for environmental and commercial real estate pros. You can follow him on Twitter at @mwallcomm. It’s hard to argue against social media’s impact as an effective met...

Susan Payton is the Managing Partner of Egg Marketing & Public Relations, an internet marketing firm specializing in blogger outreach, social media, and PR. She blogs at The Marketing Eggspert Blog, and teaches marketing courses at Marketing EggSchoo...

Dan Schawbel is the bestselling author of Me 2.0: Build a Powerful Brand to Achieve Career Success, owner of the award winning Personal Branding Blog and a columnist for BusinessWeek. With over 300 million users, no one can deny the power of Facebook...

David Spark (@dspark) is the founder of Spark Media Solutions, specialists in building industry voice through storytelling and social media. He blogs at The Spark Minute and is the author of "14 Successful Techniques for Building Your Industry Voice ...

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business. LinkedIn, through its networking, question and answer, and application fea...

There was a time when Michael Vick was one of the most popular athletes on the planet. Of course, today sees Vick in a far different circumstance, as the former Atlanta Falcons quarterback was released from federal prison (and will finish his 23-mont...

Dan Schawbel is the bestselling author of Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 09), and owner of the award winning Personal Branding Blog. Follow him on Twitter @DanSchawbel. Today, Twitter has roughly 6 million us...

Dan Schawbel is the author of the bestselling book Me 2.0: Build a Powerful Brand to Achieve Career Success (Kaplan, April 09), and owner of the award winning Personal Branding Blog. With a bad economy, more pressure at work and overwhelming competit...

Leah Betancourt is the digital community manager at the Star Tribune in Minneapolis, Minn. She is @l3ahb3tan on Twitter. Being online is like being in public. Nearly anything that gets posted can come back to haunt you. When you post it yourself, thi...

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